This is one of the most important aspects of your brand. Having a clear unique difference in relation to others in  your market. Or even others within your own category of share of time. The article that follows is a good primer on brand differentiation.

The selection of a brand’s points of difference begins with its competitive strengths and insight about consumers’ motivations for using the category and/or brand. The goal is to find a feature or benefit that distinguishes the brand from competitors in the same category and that is valued by consumers. When the point of difference is a benefit (rather than a product feature), the claim is strengthened by providing reasons to believe the benefit claim.

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